Doubters are on the way after a 24-22 loss to the Rams on Sunday, a game that dropped Arizona from the ranks of the elite and unbeaten. Their love affair with the national media ended shortly after Carson Palmer airmailed two passes late in the game, sealing the unexpected outcome. The Cardinals did everything possible to lose this game, from bad turnovers to bad quarterbacking to the bad decision to chirp after last year’s physical win in St. Louis.

What we learned on offense: The play calls always look worse when they don’t work, and that was the case against the Rams. It’s fair to question Bruce Arians for calling three pass plays when he had just two yards to gain for a first down on the final possession. But the Cardinals were awful in short-yardage early in the game. Rob Schumacher/azcentral sports

In the first half, they ran five times in the red zone. Those lost yardage on four of them and gained only 3 yards on the other. Besides, on the first play of that final sequence, the Cardinals had a screen open that end Robert Quinn batted down. On the next two, quarterback Carson Palmer missed badly. The receivers were open. David Kadlubowski/azcentral sports

To paraphrase Arians, sometime you risk it and your biscuit ends up in the water. Or something like that. To his credit, Palmer took the blame for the offense’s problems, especially in the red zone. But he didn’t get a lot of help. Larry Fitzgerald fumbled after a 22-yard gain. David Johnson, Jermaine Gresham and Fitzgerald all had drops. Rob Schumacher/azcentral sports

Palmer, under great pressure all day, was sacked four times. The Cardinals had no running game to speak of once inside the Rams’ 20. In short, the Rams did to the Cardinals what the Cardinals had been doing to other offenses: bend a little then tighten up in the red zone. David Kadlubowski/azcentral sports

What we learned on defense: During the first three games, the Cardinals defense excelled at limiting the damage done by turnovers. Those three opponents scored only six points after getting the ball. On Sunday, however, the Rams scored 17. In the first half, the Rams gained 9 yards on 9 carries. And Todd Gurley lost 4 yards on the first play of the second half. David Kadlubowski/azcentral sports

After that, the Rams rushed 159 yards. Arians blamed a lack of discipline. Maybe, but the Rams did a nice job of mixing speed sweeps to Tavon Austin with some power runs by Gurley. The strategy seemed to catch the Cardinals off-balance. Defensive end Calais Campbell was dominant, again, finishing with 11 tackles, including three for losses. Michael Chow/azcentral sports

But he didn’t get enough help. Cornerback Jerraud Powers and safety Rashad Johnson were beaten for touchdowns. Outside linebacker Alex Okafor didn’t apply enough pressure. Safety Tyrann Mathieu was close to a couple of interceptions but didn’t get them. Just one would have flipped the game. David Kadlubowski/azcentral sports

Cornerback Patrick Peterson appeared to play the best of any defensive back, but the Cardinals let a poor passing team throw for three touchdowns. And they sacked Nick Foles just once. The worst part of the defense’s performance was the way the game ended. The Cardinals knew the Rams would run it but they couldn’t stop Gurley, who gained 48 yards on the last possession. Patrick Breen/azcentral sports

What we learned on special teams: For better or worse, David Johnson has proven that Cardinals fans shouldn’t miss the opening kickoff. He returned one 108 yards for a score against the Bears. He lost a fumble on Sunday, which the Rams turned into a touchdown. Cardinals punter Drew Butler kicked only once, a decent 44-yarder. Rob Schumacher/azcentral sports

His counterpart, Johnny Hekker, played a huge role in the game, averaging 49.7 yards a kick with a net of 45.1. He continually pinned returner Patrick Peterson near the sideline. Cardinals kicker Chandler Catanzaro kept his team in the game by making all five field goal attempts. Rob Schumacher/azcentral sports

Turning point: The Rams were pinned deep in their territory late in the third quarter. On first down, they recovered their own fumble. On third down, officials ruled that the forward progress of Rams running back Benny Cunningham had stopped before he fumbled. The Cardinals, trailing 17-12, desperately needed a turnover at the time. Rob Schumacher/azcentral sports

View from the press box: The Rams victory had nothing to do with the Cardinals being over-confident after a 3-0 start. All last week, the Cardinals said they expected a physical battle that would probably be decided late. That’s what they got. The Cardinals made too many mistakes to win, sure, but the Rams deserve credit. David Kadlubowski/azcentral sports

They forced the Cardinals into many of those mistakes and made very few of their own. The Cardinals needed one of their stars (Carson Palmer, Larry Fitzgerald, Tyrann Mathieu, etc.) to make a big play and they didn’t. David Kadlubowski/azcentral sports

Don’t mistake this loss for a wakeup call or a blessing in disguise. The 2015 Cardinals have no problem with hunger, focus or maturity. With a back-loaded schedule, the team failed to post a 4-0 start that would cushion them for the rough road ahead. Best-case scenario: This was just a bad Sunday in the NFL, the kind that championship teams must avoid when playing at home.

The Cardinals never trailed in the first three weeks of the season. They never led on Sunday. They ended up chasing the score and a rookie running back. They were tangled up in the very kind of game they didn’t want to play.

Larry Fitzgerald dropped a pass and fumbled the football in the same afternoon, the NFL equivalent of a blood moon sighting. Palmer was uncharacteristically inaccurate, possibly from the consistent beating he took from a steady diet of blitzing Rams. The play-calling was questionable down the stretch, and the Cardinals were outcoached by a Rams team that had scored fewer touchdowns than Fitzgerald entering the game.

“We knew it was going to be this type of game,” cornerback Jerraud Powers said. “It was going to be a slugfest. You look at those guys over there, that defense seemed like they were flying around, trying to take guys out, just like we said. We matched their intensity for the most part.”

Clearly, the Rams had more edge. They maximized their opportunities, beating a Cardinals team that ran 20 more plays and posted twice the amount of first downs. They left Glendale with renewed optimism and a sense of vengeance. Worst-case scenario for Arizona: This is the kind of game and opponent that can haunt a season, especially if Todd Gurley’s coming-out party just changed the course of the NFC West.

Arians is a very good chess player. Except one time in college, he sat down to play a teammate named Tom Beasley, who purposely lined up his pieces in the wrong spots. Arians didn’t know he was being snookered, and bought the act. He lost the match and later found out he was playing the West Virginia state champion.

That’s how Sunday’s game must’ve felt. He faced 3rd-and-2 four times in the second half, choosing to pass on each occasion. The plays resulted in two incompletions, a sack and a turnover. On a crucial fourth-down late in the game, Palmer overthrew rookie David Johnson, who was targeted 10 times in the game, one more than Fitzgerald.

Rule of thumb: If you must throw on future fourth-down attempts, get the ball to Fitzgerald, not a rookie.

Maybe the outcome and the general perspective would be different if Palmer hadn’t misfired on his last two throws. Great quarterbacks separate themselves in big moments, at their best when the game is on the line. Since coming to Arizona, Palmer had been very good in the clutch, delivering big moments and excellent fourth-quarter statistics.

But not on Sunday, when Palmer lost for the first time since the final game of 2013. He offered no excuses, taking all of the blame. If there’s a silver lining anywhere, it’s that Palmer was still in one piece by the time he left University of Phoenix Stadium. Still, the over/under for time spent getting out of bed Monday morning will be set at roughly 25 minutes.

“We just didn’t make enough plays,” Palmer said. “I didn’t make enough plays. We had chances. We had a chance to convert on third down and we had some plays we should have made that wound up being touchdowns. At the end of the day, like I said, I am the quarterback. I’ve got to help us make plays and I didn’t do that.”

It’s only one blemish. Nothing is lost but the chance to post an unbeaten season. But the Rams accomplished exactly what they wanted on Sunday, knocking the Cardinals off a pedestal and serving notice that the NFC West might be more than a two-team race, after all. As quiet fans filed out of the stadium, it was a sobering reminder that not everything goes your way in the NFL, not even on your own field of dreams.

Reach Bickley at dan.bickley@arizonarepublic.com or 602-444-8253. Follow him at twitter.com/danbickley. Listen to “Bickley and Marotta,” weekdays from 12-2 p.m. on Arizona Sports 98.7 FM.

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Arizona Cardinals QB Carson Palmer throws a pass under pressure by St. Louis Rams DT Aaron Donald during the fourth quarter at University of Phoenix Stadium in Glendale October 4, 2015. Michael Chow/azcentral sports

Arizona Cardinals quarterback Carson Palmer gets sacked in the 1st quarter in their 24-22 loss against the St. Louis Rams in their NFL game Sunday, Oct. 4, 2015 in Glendale, Ariz. David Kadlubowski/azcentral sports

Arizona Cardinals head coach Bruce Arians is upset after a possible fumble recovery by the Cardinals was not called by the officials against the St. Louis Rams in the second half on Oct. 4, 2015 in Glendale, Ariz. Rob Schumacher/azcentral sports

Arizona Cardinals head coach Bruce Arians questions David Johnson after a failed pass-play at the end of the second qurater against the St. Louis Rams on Oct. 4, 2015 in Glendale, Ariz. Rob Schumacher/azcentral sports

Arizona Cardinals quarterback Carson Palmer reacts after being sacked in the 3rd quarter of their NFL game against the St. Louis Rams Sunday, Oct. 4, 2015 in Glendale, Ariz. David Kadlubowski/azcentral sports

Arizona Cardinals QB Carson Palmer hands the ball off to RB David Johnson against the St. Louis Rams during the second quarter at University of Phoenix Stadium in Glendale October 4, 2015. Michael Chow/azcentral sports

Arizona Cardinals guard Mike Iupati blocks against the St. Louis Rams in the the second quarter at University of Phoenix Stadium in Glendale October 4, 2015. Michael Chow, Michael Chow/azcentral sports

St. Louis Rams' Daren Bates smiles after recovering a fumble by Arizona Cardinals kick returner David Johnson during the first quarter at University of Phoenix Stadium in Glendale October 4, 2015. Michael Chow/azcentral sports

St. Louis Rams wide receiver Tavon Austin falls into the endzone for a touchdown in the 4th quarter of their NFL game against the Arizona Cardinals Sunday, Oct. 4, 2015 in Glendale, Ariz. David Kadlubowski/azcentral sports

Arizona Cardinals wide receiver Larry Fitzgerald picks up a first down on a 4th and four late in the 4th quarter of their 24-22 loss in their NFL game Sunday, Oct. 4, 2015 in Glendale, Ariz. David Kadlubowski/azcentral sports

Arizona Cardinals' Bradley Sowell, Andre Ellington and A.Q. Shipley walk off the field after losing 24-22 to the St. Louis Rams at University of Phoenix Stadium in Glendale October 4, 2015. Michael Chow/azcentral sports

Arizona Cardinals quarterback Carson Palmer loses the ball as he is sacked by St. Louis Rams middle linebacker James Laurinaitis late in the 4th quarter of their 24-22 loss in their NFL game Sunday, Oct. 4, 2015 in Glendale, Ariz. David Kadlubowski/azcentral sports

Arizona Cardinals quarterback Carson Palmer loses the ball as he is sacked by St. Louis Rams middle linebacker James Laurinaitis late in the 4th quarter of their 24-22 loss in their NFL game Sunday, Oct. 4, 2015 in Glendale, Ariz. David Kadlubowski/azcentral sports

St. Louis' Trumaine Johnson celebrates after the Rams stopped Arizona on a 4th-down play, to end the Cardinals chance and defeated the Arizona 24-22 on Oct. 4, 2015 in Glendale, Ariz. Rob Schumacher/azcentral sports

Arizona Cardinals running back David Johnson scores a touchdown late in the 4th quarter of the Cardinals 24-22 loss to the St. Louis Rams in their NFL game Sunday, Oct. 4, 2015 in Glendale, Ariz. David Kadlubowski/azcentral sports

Arizona Cardinals cornerback Patrick Peterson breaks up a pass for St. Louis Rams wide receiver Kenny Britt in the 4th quarter of the Cardinals 24-22 loss in their NFL game Sunday, Oct. 4, 2015 in Glendale, Ariz. David Kadlubowski/azcentral sports

Arizona Cardinals head coach Bruce Arians and St. Louis Rams head coach Jeff Fisher greets following the Cardinals 24-22 loss in their NFL game Sunday, Oct. 4, 2015 in Glendale, Ariz. David Kadlubowski/azcentral sports

St. Louis Rams cornerback Trumaine Johnson celebrates stopping the Arizona Cardinals on a 4th and two late in the 4th quarter of the Cardinals 24-22 loss in their NFL game Sunday, Oct. 4, 2015 in Glendale, Ariz. David Kadlubowski/azcentral sports

Arizona Cardinals kicker Chandler Catanzaro kicks a field goal agains the St. Louis Rams during the second quarter at University of Phoenix Stadium in Glendale October 4, 2015. Michael Chow/azcentral sports

Arizona Cardinals RB David Johnson looks for running room against St. Louis Rams LB Alec Ogletree during the second quarter at University of Phoenix Stadium in Glendale October 4, 2015. Michael Chow/azcentral sports

Arizona Cardinals David Johnson fumbles the opening kick-off after being hit by St. Louis Rams Mark Barron, Daren Bates recovers the ball on the Arizona 17-yard line on Oct. 4, 2015 in Glendale, Ariz. The Rams later scored a touchdown after recovering the fumble. Rob Schumacher/azcentral sports

Arizona Cardinals David Johnson fumbles the opening kick-off after being hit by St. Louis Rams Mark Barron, Daren Bates recovers the ball on the Arizona 17-yard line on Oct. 4, 2015 in Glendale, Ariz. The Rams later scored a touchdown after recovering the fumble. Rob Schumacher/azcentral sports

Arizona Cardinals David Johnson fumbles the opening kick-off after being hit by St. Louis Rams Mark Barron, Daren Bates recovers the ball on the Arizona 17-yard line on Oct. 4, 2015 in Glendale, Ariz. The Rams later scored a touchdown after recovering the fumble. Rob Schumacher/azcentral sports

Arizona Cardinals QB Carson Palmer throws a pass while RT Bobby Massie holds St. Louis Rams DE William Hayes during the third quarter at University of Phoenix Stadium in Glendale October 4, 2015. Michael Chow/azcentral sports

Arizona Cardinals quarterback Carson Palmer heads to the locker following their 24-22 loss to the St. Louis Rams in their NFL game Sunday, Oct. 4, 2015 in Glendale, Ariz. David Kadlubowski/azcentral sports

Arizona Cardinals guard Mike Iupati watches St. Louis Rams defenders T.J. McDonald and James Laurinaitis celebrate after being stopped on 4th down late in the the fourth quarter at University of Phoenix Stadium in Glendale October 4, 2015. Michael Chow/azcentral sports

Arizona Cardinals wide receiver Larry Fitzgerald heads to the locker following their 24-22 loss to the St. Louis Rams in their NFL game Sunday, Oct. 4, 2015 in Glendale, Ariz. David Kadlubowski/azcentral sports

St. Louis Rams running back Benny Cunningham spins away from a tackle from Arizona Cardinals free safety Rashad Johnson in the second half on October 4, 2015 in Glendale, AZ. Johnson was injured on the play. Rob Schumacher/azcentral sports

St. Louis Rams wide receiver Stedman Bailey celebrates in a sleeping pose after scoring a touchdown catch against the Cardinals in the first half on October 4, 2015 in Glendale, AZ. Patrick Breen/azcentral sports

Arizona Cardinals quarterback Carson Palmer throws under pressure against the St. Louis Rams in the 2nd quarter of their NFL game Sunday, Oct. 4, 2015 in Glendale, Ariz. David Kadlubowski/azcentral sports

Arizona Cardinals free safety Tyrann Mathieu breaks up a pass in the end zone intended for St. Louis Rams tight end Jared Cook in the 2nd quarter of their NFL game Sunday, Oct. 4, 2015 in Glendale, Ariz. David Kadlubowski/azcentral sports

Arizona Cardinals WR Larry Fitzgerald makes a catch in front of St. Louis Rams LB Alec Ogletree during the second quaretr at University of Phoenix Stadium in Glendale October 4, 2015. Michael Chow/azcentral sports

Arizona Cardinals quarterback Carson Palmer walks off the field after failing to score against the St. Louis Rams in the 2nd quarter of their NFL game Sunday, Oct. 4, 2015 in Glendale, Ariz. David Kadlubowski/azcentral sports

Arizona Cardinals quarterback Carson Palmer throws under pressure against the St. Louis Rams in the 2nd quarter of their NFL game Sunday, Oct. 4, 2015 in Glendale, Ariz. David Kadlubowski/azcentral sports

Arizona Cardinals running back David Johnson drags St. Louis Rams outside linebacker Alec Ogletree for a first down in the 2nd quarter of their NFL game Sunday, Oct. 4, 2015 in Glendale, Ariz. David Kadlubowski/azcentral sports

St. Louis Rams cornerback Janoris Jenkins intercept a pass in the end zone intended for Arizona Cardinals wide receiver John Brown in the 2nd quarter p of their NFL game Sunday, Oct. 4, 2015 in Glendale, Ariz. David Kadlubowski/azcentral sports

St. Louis Rams running back Todd Gurley runs downfield before a tackle from Arizona Cardinals free safety Tyrann Mathieu in the first half on October 4, 2015 in Glendale, AZ. Patrick Breen/azcentral sports

St. Louis Rams cornerback Janoris Jenkins intercepts a pass in the end zone intended for Arizona Cardinals wide receiver John Brown in the 2nd quarter of their NFL game Sunday, Oct. 4, 2015 in Glendale, Ariz. David Kadlubowski/azcentral sports

Arizona Cardinals outside linebacker Markus Golden jumps in the air in celebration after the Cardinals sacked St. Louis Rams quarterback Nick Foles on third down in the first half on October 4, 2015 in Glendale, AZ. Michael Chow/azcentral sports

Arizona Cardinals outside linebacker Markus Golden and Arizona Cardinals defensive end Frostee Rucker celebrate a sack on St. Louis Rams quarterback Nick Foles in the first half on October 4, 2015 in Glendale, AZ. David Kadlubowski/azcentral sports

Arizona Cardinals running back David Johnson stiff arms St. Louis Rams middle linebacker James Laurinaitis on a run in the first half on October 4, 2015 in Glendale, AZ. Rob Schumacher/azcentral sports

St. Louis Rams linebacker Daren Bates (53) holds out the football after recovering a fumble from Cardinals' David Johnson in the first half on October 4, 2015 in Glendale, AZ. Michael Chow/azcentral sports